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New Product Launch 10 Proven Strategies

ISBN-10: 0975297902

ISBN-13: 9780975297902

Edition: 2004

Authors: Jeanne Yocum, Joan Schneider

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Book details

Copyright year: 2004
Publisher: Stagnito Communications Inc., an MWC Company
Publication date: 10/1/2004
Binding: Paperback
Pages: 240
Size: 6.25" wide x 9.00" long x 1.00" tall
Weight: 1.232
Language: English

Prefacep. xi
Acknowledgmentsp. xv
Introduction: The Launch Frenzyp. 1
Launch: An Increasingly Complex Challenge
Coming to Terms with Termsp. 11
Launch Hurdles - The People Factorp. 19
Launch Hurdles - Behavioral Transformationsp. 25
Launch Hurdles - Media for Everyonep. 30
Launch Hurdles - The Channels Mazep. 36
Uncovering Launch Success Factorsp. 44
Timing and Planning Factors
Is Timing Everything?p. 49
Getting Planning Priorities Straightp. 56
Flexibility Mattersp. 61
Selecting New Products and the Team
Give Consumers Something Really Newp. 71
Teams Workp. 79
Put Your Money Where It Counts Most
Breaking Down the Launch Budgetp. 93
Starting the Countdown to Launch
Launch Phase Componentsp. 103
Developing a Launch Briefp. 111
Choosing Your Launch Partnersp. 116
Aligning the Launch Teamp. 124
Preparing for Ignition
How It's Usually Donep. 133
Doing It a Better Wayp. 139
How to Choose from So Many Ideasp. 150
Developing the Launch Messagesp. 155
Getting It Done: Launch Tools & Techniques
Getting It on the Shelvesp. 171
The Media Dancep. 181
Hot Items in Your Launch Tool Kitp. 192
Gender Speak: Reaching American Womenp. 198
Making Sense of the Mature Marketp. 202
Cross-Cultural Launches: Solving the Hispanic Market Riddlep. 208
Today's Teen Motto: Have Money - Will Spendp. 213
Avoid the Same Old Rutp. 217
Take Home Pointsp. 226
Appendixp. 232
Notesp. 238
Photo Creditsp. 245
Indexp. 247
Table of Contents provided by Ingram. All Rights Reserved.